Development Trend of Cross-border E-commerce Independent Websites

Enterprise Shifts to Independent Website Sales

A company focusing on the design, production, and sales of fast fashion clothing, mainly sold to the European and American markets, targeting female consumers aged 18 to 25. As the business matures and develops, the company shifted its products from the Amazon platform to cross-border e-commerce independent sites for sales in 2020, and started to develop its own brand. However, in this process, the company gradually realized that cross-border e-commerce independent sites often face issues such as talent, traffic, and payment.

Key Aspect of Independent Site: Payment

After the pre-work such as product selection and promotion is completed, the payment experience within the independent site is one of the important factors directly related to whether traffic can smoothly convert into orders. In the actual business operation process, cross-border e-commerce sellers face three major pain points in payment: success rate, cost, and compliance.

Independent Site as an Important Channel for Going Global

With the rapid development of the Chinese economy and the acceleration of globalization, more and more Chinese brands are starting to go global and expand overseas markets. In this process, independent websites, as an important channel for brands to go global, are gradually being favored by cross-border e-commerce sellers.

Advantages and Development Trends of Independent Websites

Independent websites have independent e-commerce website domain, space, personalized product display pages, independent data backends, and other functions of the website. Brands can have full control over the production end, marketing end, delivery end, and data end, meeting user needs and experience enhancement, rapid response, marketing leadership, and innovation.

According to the "China Cross-border E-commerce Export Development Report (2022)", the total number of independent websites going global in China in 2022 is about 200,000, and it is expected that more and more platform sellers, B2B foreign trade sellers, and domestic Taobao brands will begin to try the transformation to independent website business model. It is estimated that by 2025, the number of independent websites in China will exceed 500,000.

Challenges in the Payment Process of Independent Websites

In the process of operation, independent station sellers face three major pain points in the payment link: success rate, cost, and compliance, and need to seek solutions to improve payment conversion efficiency.


Cross-border e-commerce independent stations play a vital role in the process of Chinese brands going abroad. In the future, with the development of the industry and the advancement of technology, independent stations will become one of the main choices for brand expansion overseas. The optimization solutions for the payment link will also gradually improve, promoting the continuous development of independent station business.

Payment success rate

Payment success rate is one of the most concerning issues for independent station merchants. Direct connection without redirection on the payment page and support for multiple integration methods can help consumers smoothly experience from the shopping cart to the checkout counter, avoiding traffic loss caused by redirection. In addition, localization of payments and diversification of payment scenarios are also important considerations. Based on the payment habits of consumers in different countries and markets, localizing payments can promote the payment success rate, bringing convenience to independent station merchants expanding into new markets.

Payment cost

Payment costs not only include rates and opening payment channels, but there are also some hidden costs worth noting. For example, the loss on exchange will affect the seller's business performance. Therefore, when choosing a payment service provider, you need to consider not only the rate, but also various cost factors comprehensively, to avoid affecting business profitability.

Security Compliance

When choosing a payment service provider, security compliance is the top priority. High-value products often face higher chargeback rates. Sellers need to enhance risk control awareness and choose secure and compliant payment partners. For fraudulent payments, companies like Payoneer and Paisan Ying help merchants identify consumers through a large amount of data and risk control models to ensure transaction security compliance. At the same time, independent platform merchants need to proactively comply with regulatory requirements to ensure compliance in all aspects.

Overall, independent cross-border e-commerce payment links need to focus on the three major pain points of payment success rate, payment costs, and security compliance. Only by focusing on product capabilities, customer service, and security compliance, can sellers' needs be met, business conversion rates improved, and better development achieved.